The Use of Colors in Marketing

Marketing isn’t always black and white, but it can be based on a variety or colors. It takes the human brain a couple of seconds to judge their surroundings, and this includes advertisements. One of these bases of judgements is color. It can sound simplistic, but color can invoke feeling in your target audience. Many advertisers and marketers use colors to produce different feelings and help make an impression on their audience. 

Let’s break down the different colors and how they can invoke feelings which can sway consumers to purchase your product.


The color of nature. Green has a naturally calming and grounding effect It also is associated with health. The color green would be best used in medical settings or with a wellness business such as a yoga studio. It naturally relaxes people and is best used with businesses who want to create this tranquility. For example, Whole Foods uses green in their logo because they want their customers to associate their brand with health. They promote healthy, natural products. 


This color is loud and creates a sense of urgency in buyers. It gets your attention when you see a stop light. It is also useful in advertising a sale. The color red is also known to increase appetite. If you are trying to sell food, choosing shades of red for your advertisement would be your best bet. Some common brands that use red to sell food include Coca Cola and McDonalds. 


Blue instills trust in a brand and provides a sense of security. The car company Honda uses blue so customers feel safe riding in their Honda cars. If you are trying to instill the feeling of trust and security, shades of blue are a great option. 


The color purple is associated with wisdom and royalty. Purple is also frequently used in beauty products such as Tarte and Urban Decay. These high end beauty brands use purple so you too will feel like royalty if you use their products. It elevates their product line to appear fancier. 

Orange and Yellow

These two colors bring about cheerful and upbeat feelings. For example, Snapchat uses yellow as their logo. Snapchat appeals to a younger audience and their yellow logo attributes to the excitement one can feel while using their app. 

Next time you are planning out a promotion or advertisement for your product, think about the feeling you’d like customers to feel when viewing your advertisement. Also consider what need is being fulfilled and what color could satisfy this need or feeling. 

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